BATHURST burger buyers can be among the first in the country to sample a new plant-based patty alternative to Hungry Jack's traditional beef Whopper.
The 0% beef burger, to be known as the Rebel Whopper, will be available in all Australian Hungry Jack's outlets from Tuesday.
Hungry Jack's says the new burger looks and tastes like a Whopper, but is 100 per cent plant-based.
Chief marketing officer Scott Baird said the product was targeting a new set of customers.
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"There is a growing number of flexitarians and meat reducers who, while not necessarily vegetarian or vegan, welcome a plant-based option in their diet," Mr Baird said.
"The Rebel Whopper will appeal to these people without compromising on the taste our Whopper is known for and we hope to attract even more guests to our restaurants.
"In trials, the flavour profile of the 0% beef Rebel Whopper has stacked up brilliantly against the beef Whopper. It is very difficult to tell the difference."
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Hungry Jack's says it teamed up with Australia's CSIRO and plant-based meat start-up v2food to create the new patty.
Developed and manufactured locally, it contains no genetically modified ingredients.
Hungry Jack's CEO Chris Green said the Rebel Whopper would give existing and new customers a choice between two burgers with almost identical flavour and levels of protein.
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"The Rebel Whopper is the innovation the local industry has been waiting for," he said.
"The protein-rich patty has been created to be flame-grilled, so that it meets the flavour profile that has made the Whopper such a great success.
"Flame grilling is what sets the Whopper apart and the ability to flame grill a patty made from plants was a major challenge for the innovation team. But it was an opportunity that has now delivered a great tasting burger and we challenge people to tell the difference."
The launch of the Rebel Whopper comes a year after Hungry Jack's introduced the Vegan Cheeseburger as part of its menu.
The Rebel Whopper well sell for the same price as the Whopper in more than 440 Hungry Jack's across Australia.